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Ethel's Chocolate Lounge

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Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success

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Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success

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Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s. Two out of the three consumer buying decisions will be utilized in consumers who become patrons of Ethel’s Chocolate Lounges, Limited Decision Making and Extensive Decision Making. Consumer’s unfamiliarity with the specific brand or type of chocolate used by the new chocolate lounge but common knowledge and long standing history of chocolate in general from previous experience will mean they will expend only a moderate effort in searching for information in relation to the new lounge in their local area. There is no need to spend an extensive amount of time researching what it is, its benefits, side effects, or other details that one would be interested in knowing about before trying a completely different and new product because they have a general idea of its use and effects which falls under the characteristics of Limited Decision Making. In their pursuit to attract the “well-heeled consumer”, Ethel’s is capitalizing on its chic chocolate house and premium gourmet chocolate all geared in attracting the coffee house crowd by “coddling their patrons in the lap of luxury” and allowing them the opportunity to “enjoy the sweet taste of the good life” (Marketing 100 Case Study). Because Ethel’s prices are a little more expensive than what the average consumer is used to paying for a cup of cocoa, it will likely take a bit more thought to bring customers through the doors and invoke a high involvement on the part of the consumer. Extensive decision making now becomes a main factor because it will likely mean that this is a product that may not be consumed on a regular basis due to its

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